In the marketing world, two dominant approaches stand out: performance marketing and traditional marketing. Each approach has its own set of strategies, advantages, and challenges. 

We’ll dive into how Intellibright has utilized specific performance marketing strategy, while helping clients track traditional marketing efforts for proven results.

What is Performance Marketing?

Performance marketing focuses on sales metrics, specifically qualified leads, appointments, sales, and revenue that we refer to as our LASR (leads, appointments, sales, revenue) focus.

The most difficult aspect of marketing is to cost-effectively generate sales, which is one of the primary drivers of the huge increase in digital marketing spend. By using performance marketing strategies, you can see exactly what you’re spending on each sale. Here are some tell-tale signs that a digital marketing agency is truly a performance marketing agency:

  • They report on leads, appointments, sales, and revenue.
  • They can show you LASR results for each location.
  • They produce an ROI report for you.

Something to consider is that, depending on your business, some products are more profitable than others but may have lower conversion rates. Intellibright prides itself in tracking the performance of a variety of products for our clients that have dramatically different values and profitability, instead of just calling everything a conversion. This aspect of our strategy is why companies that are revenue focused in their marketing efforts choose to partner with us.

What is Traditional Marketing?

Traditional marketing can apply to both digital and non-digital marketing in the sense that typically, marketing on its own, does not take responsibility for revenue generation. This is because marketing results like impressions and visitors can appear as “vanity metrics” that agencies use to show value – but they don’t mean anything if you aren’t getting sales from these efforts.  

When it comes to offline traditional marketing, it can be considered anything from television to radio, billboards, and direct mail. While you can measure traditional marketing tactics to a certain extent, it’s more difficult than measuring digital marketing efforts. There is certainly value in mixing in offline advertising, but you still need a method of actively measuring its effectiveness in relation to sales.

The most successful companies have a consistent and healthy blend of offline and online marketing that are well-coordinated and thoroughly tracked.

Does Intellibright Use Traditional Marketing Strategies?

Intellibright focuses on performance marketing. However, we use more traditional marketing methods like social media to support our performance marketing efforts to ensure consistent branding and messaging. When it comes to traditional offline initiatives, we excel in helping our clients track the efficiency of those efforts. We create tracking numbers with phone menus to gauge the value of direct mail, billboards, and television promotions. We create landing pages and redirect urls to understand how many visitors television, cable, or streaming advertising is contributing.

For Intellibright, it’s imperative that our clients can easily view the cost and productivity of all of their marketing initiatives, and we truly enjoy working with them to achieve these reports that they thought were impossible. It’s amazing to see clients move marketing dollars from one location to another to generate revenue. Oftentimes, we’re able to generate $100,000 or more in additional revenue without any change in ad spend when clients are following our ad spend distribution suggestions based on the LASR reporting.

How Performance Marketing Drives Results

Performance marketing, also known as sales-driven compensation plans, are effective because of the many elements beyond lead generation that impact a company’s revenue. For example: You may be generating quality leads at a low cost at one location, but if the process is broken or the sales team is ineffective, those qualified leads won’t turn into revenue.

Without taking into account the conversion rates of qualified leads that turn into sales, you are only considering part of the equation. We’ll walk through how Intellibright’s performance marketing strategy started and how it continues to drive results for our clients.

History of Intellibright in the performance marketing space.

Intellibright was founded on the premise that to get the best results for clients, our goals need to be focused on sales. Our founder, Ron R. Browning, has worked in the digital marketing industry since the mid 90s and has seen all types of compensation plans, but the ones that always worked best for clients were the ones that were focused on sales. 

Since the early days, Intellibright has been laser-focused on revenue generation. We integrate our performance marketing strategies seamlessly by doing the following:

  • Investing in client’s CRM and project management systems.
  • Providing transparent ROI reports.
  • Concentrating on LASR metrics.

We simplify the complex landscape of digital marketing for our clients. Whether it’s optimizing lead conversion rates or refining cost-per-sale targets, our strategies are geared towards driving tangible results.

The impact of performance marketing on clients.

We make it easy for our clients to determine if they are getting the complete value of our service. Typically, we’ll create transparent reports that integrate with our client’s CRM and/or project management systems to provide an ongoing report on:

  • Return on investment (ROI)
  • Return-on-ad spend (ROAS)
  • Cost per sale (CPS)
  • Other customer-specific success metric

Simply put, Intellibright tracks everything – with a huge focus on revenue generation. We migrate our efforts to services that are providing the highest return for our client’s businesses. Additionally, our discussions are LASR focused so you don’t need to have an understanding of digital marketing when you work with us.

If leads are turning into appointments that convert to sales, and those costs are in line with the cost per sale our client is trying to achieve, no further digital marketing knowledge is needed. However, we also welcome clients that want to dive deeper into the data. 

Achieving proven results for Nations Roof.

We’re proud of the work we continue to do on the performance marketing front with Nations Roof. Here are a few of the main items we’ve worked on throughout the years:

  • Built a high-performing new website with SEO-optimized pages for each location.
  • Created individual phone numbers to track the performance of each location.
  • Monitored the inbound sales opportunities and found that many locations had teams in the field and were unavailable for calls during business hours.
  • Routed sales opportunities from specific locations to the central business development division that has a dedicated team of professionals to manage inbound sales opportunities.
  • Created an organic search strategy with keywords that would generate revenue through analysis on a location-by-location basis to identify which of those keywords had high opportunity and low competition.
  • Executed on a plan that involved both link building and consistent content generation based on our research. 

Nations Roof continues to be an excellent partner providing us with great content opportunities, some of which are instantly recognizable like the Seattle Space Needle and The Rolls Royce Factory. We continue to capitalize on amazing content that has them positioned in the top spots of the commercial roofing industry.

Today, we manage a paid search initiative that has us optimizing campaigns based on qualified leads that turn into appointments in Salesforce. Using data to train Google on what leads are most important to Nations Roof is key in helping them to drive cost-effective new sales. While the website, organic search, and paid search efforts drive new business, we also coordinate our social media and review management services to optimize their overall brand presence.

A professional, consistent flow of high-quality content and five-star reviews dramatically boosts conversions. This consistent expansion of online marketing over the course of our seven-year partnership has helped enable record sales and make them the 4th largest roofer in the USA by sales volume. 

Key Takeaways: The Future of Intellibright in the Performance Marketing Space:

  • Performance marketing continues to grow as companies understand how easy it is to track performance to Sales. 
  • Intellibright is an industry leader in performance marketing and is the only major digital marketing agency to offer a pure Pay-Per-Sale model where we pay for the website, SEM, SEO, review management, and ad costs are compensated solely on a per-sale basis. 
  • Our model requires us to work with companies that are regional or national in scope – and it’s incredibly successful for any large organization that has a nominal digital marketing budget and wants to dramatically increase their online inbound sales.